Heineken products served worldwide on BA

Looking at “a premium exposure window” of 35 million passengers per year, Heineken has signed a three-year agreement to have its products served on all of the worldwide flights of British Airways.

Heineken official cite the product's image in the UK as one of the reasons for the new contract. Its beer is the fastest growing imported premium lager in the country following an extensive repositioning, says the company.

Heineken plans cross promotions with the airline, particularly for the upcoming Rugby World Cup and the UEFA Challenge league.